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UX Strategy
                as told by the Paintings of Jan Steen (and friends)




       Jonathan Arnowitz
jonathan.arno...
Look! It’s UX strategies!
Look! It’s UX strategies!
Iteration


Look! It’s UX strategies!
         Analysis
Problem 1: Predictable, repeatable UX process




              Problem: how do you make a ‘Predictable,
              rep...
How does strategy help? 3 tests for effectiveness




               Client stays focused on       Design Team
           ...
Product UX Strategy: the product/service Iteration: 1




   Define product/service                Release   (Fixed date)

...
Problem 2: Synching two types of UX Strategy

  1. Product Strategy




                            2. Process Strategy
Problem 2: Synching two types of UX Strategy

  1. Product Strategy




                            2. Process Strategy
Jonathan Arnowitz
Product UX Strategy: the organization        Stroomt Interactions




     Why do you exist




   What ...
Jonathan Arnowitz
Product UX Strategy: the organization          Stroomt Interactions




  Mission Statement




        ...
Goals




        Principles
Business Case/Plan
Channels
2. Product UX Strategy: the product/service
               Iteration: 2

   Company UX Strategy
  Prioritize Business Plan...
2. Product UX Strategy: the product/service
              Still a problem

   Company UX Strategy
  Prioritize Business Pl...
3. Iterative nature of design

       IxD                      IA




     TD
                                VD
3. Iterative nature of design

       IxD                      IA




     TD
                                VD
3. Iterative nature of design

       IxD                                      IA




     TD
                            ...
2. Product UX Strategy: Iteration 3


   Company UX Strategy
   Prioritize Business Plan
   Define product/service         ...
2. Product UX Strategy: Iteration 3


   Company UX Strategy
   Prioritize Business Plan
   Define product/service         ...
2. Product UX Strategy: Iteration 4
                   Company UX Strategy
                                           Prio...
2. Product UX Strategy: Iteration 5
                     Mission Statement
            Vision                         Prio...
But we’re still not there
UX Process Strategy




   Many times the game is lost before it’s begun
Process UX Strategy



                              To required ends
  The right inputs




                      The rig...
Process UX Strategy




  Contradictory                  Iterative Design
  Requirements
                       Multiple C...
Requirements from all stakeholder




                                      Technical Team
           End Users
Internal
 ...
Jonathan Arnowitz
Requirements from internal sources               Stroomt Interactions




              Iterating intern...
Requirements from experts
             Heuristic Reviews




                             Expert Reviews
Workshops

            One on one interviews
Self-reporting tools

                 Surveys

                           Site visits
Reiterated Product UX Strategy, iteration 6
                              Mission Statement
           Vision             ...
Conceptual design - team approach




     The whole is greater than the sum of its parts
Conceptual design - 5:3:1




                     5
                            3
                                1
Conceptual design - Quadricentric




                              For
                     If
                          ...
Triangulated Stakeholder Feedback




                       Prototyping participatory
                            design ...
Reiterated Product UX Strategy, iteration 7
                              Mission Statement
           Vision             ...
Still not there, and getting very tired




                                      Test/Release   (fixed date)
             ...
Evaluations based on carefully selected metrics




   Designs to punish




              Designs to reward
Evaluations based on carefully selected metrics
Evaluations based on carefully selected metrics




 Decisions NOT based on taste


  Taste and Intelligence guides the de...
Professional analysis
Reiterated Product UX Strategy, iteration 7
                              Mission Statement
           Vision             ...
A Basic UX Strategy Landscape                                                    IxD

                                    ...
A Basic UX Strategy Landscape
                                        Workshops
                                          ...
A Basic UX Strategy Template


                                  Mission Statement
                     Vision            ...
We made it




             Client can stay focused on
                 their core business
We made it
We made it




              The UX Team can stay
             focused on the concept
We made it




             The Predictable, Repeatable
                     Outcome
Thanks to:
                  THE PAINTERS
                  Jan Steen
                  Pieter Breugel
                  H...
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UX Strategy as told by the paintings of Jan Steen

UX strategy lacks strategy, it is usually just a glorified waterfall process, even agile processes are just incremental waterfall. This presentation tells the current state of UX strategy in pictures while it outlines a real UX Strategy in words.

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UX Strategy as told by the paintings of Jan Steen

  1. 1. UX Strategy as told by the Paintings of Jan Steen (and friends) Jonathan Arnowitz jonathan.arnowitz@stroomt.com Stroomt Interactions UX Cocktail Hour 20 October 2010
  2. 2. Look! It’s UX strategies!
  3. 3. Look! It’s UX strategies!
  4. 4. Iteration Look! It’s UX strategies! Analysis
  5. 5. Problem 1: Predictable, repeatable UX process Problem: how do you make a ‘Predictable, repeatable process’ out of an open-ended process which relies on expert analysis. There is no one size fits all solution ...but we’ll try
  6. 6. How does strategy help? 3 tests for effectiveness Client stays focused on Design Team business value stays focused on the Concept Predictable, repeatable UX process
  7. 7. Product UX Strategy: the product/service Iteration: 1 Define product/service Release (Fixed date) Gather requirements Conceptual Design Test/Evaluate Detailed Design IA IxD VD TD
  8. 8. Problem 2: Synching two types of UX Strategy 1. Product Strategy 2. Process Strategy
  9. 9. Problem 2: Synching two types of UX Strategy 1. Product Strategy 2. Process Strategy
  10. 10. Jonathan Arnowitz Product UX Strategy: the organization Stroomt Interactions Why do you exist What you produce/ Who you are. provide.
  11. 11. Jonathan Arnowitz Product UX Strategy: the organization Stroomt Interactions Mission Statement Vision Brand Design
  12. 12. Goals Principles
  13. 13. Business Case/Plan
  14. 14. Channels
  15. 15. 2. Product UX Strategy: the product/service Iteration: 2 Company UX Strategy Prioritize Business Plan Define product/service Release (Fixed date) Gather requirements Conceptual Design Test/Evaluate Detailed Design IA IxD VD TD
  16. 16. 2. Product UX Strategy: the product/service Still a problem Company UX Strategy Prioritize Business Plan Define product/service Release (Fixed date) Gather requirements Conceptual Design Test/Evaluate Detailed Design IA IxD VD TD
  17. 17. 3. Iterative nature of design IxD IA TD VD
  18. 18. 3. Iterative nature of design IxD IA TD VD
  19. 19. 3. Iterative nature of design IxD IA TD VD Iterative not engineering!
  20. 20. 2. Product UX Strategy: Iteration 3 Company UX Strategy Prioritize Business Plan Define product/service Release (Fixed date) Gather requirements Conceptual Design Test/Evaluate Detailed Design IA IxD VD TD
  21. 21. 2. Product UX Strategy: Iteration 3 Company UX Strategy Prioritize Business Plan Define product/service Release (Fixed date) Gather requirements Conceptual Design Test/Evaluate IA Detailed Design IxD IA IxD VD TD VD TD
  22. 22. 2. Product UX Strategy: Iteration 4 Company UX Strategy Prioritize BizPlan Define product/service Gather requirements Conceptual Design Iterative Design IA IxD Test/Release (fixed date) TD VD
  23. 23. 2. Product UX Strategy: Iteration 5 Mission Statement Vision Prioritize BizPlan Goals and Principles Define product/service Channels Gather requirements Brand Design Conceptual Design Business Case/Plan Iterative Design IA IxD Test/Release (fixed date) TD VD
  24. 24. But we’re still not there
  25. 25. UX Process Strategy Many times the game is lost before it’s begun
  26. 26. Process UX Strategy To required ends The right inputs The right means
  27. 27. Process UX Strategy Contradictory Iterative Design Requirements Multiple Concepts - Stroomt 5:3:1 Process Quadricentric Design - Gilbert Cockton
  28. 28. Requirements from all stakeholder Technical Team End Users Internal Domain Business Leaders specialists
  29. 29. Jonathan Arnowitz Requirements from internal sources Stroomt Interactions Iterating internally with client
  30. 30. Requirements from experts Heuristic Reviews Expert Reviews
  31. 31. Workshops One on one interviews
  32. 32. Self-reporting tools Surveys Site visits
  33. 33. Reiterated Product UX Strategy, iteration 6 Mission Statement Vision Prioritize BizPlan Goals and Principles Define product/service Channels Gather requirements Users Experts Brand Design Stakeholders Business Case/Plan Conceptual Design Test/Release (fixed date) IA IxD Iterative Design TD VD
  34. 34. Conceptual design - team approach The whole is greater than the sum of its parts
  35. 35. Conceptual design - 5:3:1 5 3 1
  36. 36. Conceptual design - Quadricentric For If Whom? What? Why?
  37. 37. Triangulated Stakeholder Feedback Prototyping participatory design sessions Do other things with other stakeholders
  38. 38. Reiterated Product UX Strategy, iteration 7 Mission Statement Vision Prioritize BizPlan Goals and Principles Define product/service Channels Gather requirements Users Experts Brand Design Stakeholders Team 5:3:1 Quadricentric Business Case/Plan Conceptual Design Test/Release (fixed date) IA IxD Iterative Design TD VD
  39. 39. Still not there, and getting very tired Test/Release (fixed date) Test/Release (fixed date Test/Release (fixed date)
  40. 40. Evaluations based on carefully selected metrics Designs to punish Designs to reward
  41. 41. Evaluations based on carefully selected metrics
  42. 42. Evaluations based on carefully selected metrics Decisions NOT based on taste Taste and Intelligence guides the design Metrics evaluates the design against business goals
  43. 43. Professional analysis
  44. 44. Reiterated Product UX Strategy, iteration 7 Mission Statement Vision Prioritize BizPlan Goals and Principles Define product/service Channels Gather requirements Users Experts Brand Design Stakeholders Team 5:3:1 Quadricentric Business Case/Plan Conceptual Design Test/Release (fixed date) IA IxD Iterative Design TD VD
  45. 45. A Basic UX Strategy Landscape IxD VD Iterative Design IA Mission Statement TD Vision Prioritize BizPlan Goals and Principles Define product/service Channels Gather requirements Brand Design Business Case/Plan Conceptual Design
  46. 46. A Basic UX Strategy Landscape Workshops Brainstorming Competetive analysis Market research The Strategic grid Mission Statement Release workshop Vision Prioritize BizPlan Trends Analysis Workshops Brainstorming Rapid Prototyping Goals and Principles Define product/service Site Visits Competetive Landscape Experts Surveys End User Channels Participatory design Workshops Gather requirements Innovation workshop Brand Design Participatory Stakeholder workshops Prototyping Org ID Workshops Business Case/Plan Conceptual Design Marketing and Business Analysis IxD 5:3:1 IA VD Team Quadricentric Iterative Design Baseline TD Evaluation Release Feedback Experts End User Other Stakeholder workshops
  47. 47. A Basic UX Strategy Template Mission Statement Vision Prioritize BizPlan Goals and Principles Define product/service Experts End User Channels Workshops Gather requirements Brand Design Stakeholder workshops Business Case/Plan Conceptual Design IxD 5:3:1 IA VD Team Quadricentric Iterative Design TD Evaluation End User Other Stakeholder workshops
  48. 48. We made it Client can stay focused on their core business
  49. 49. We made it
  50. 50. We made it The UX Team can stay focused on the concept
  51. 51. We made it The Predictable, Repeatable Outcome
  52. 52. Thanks to: THE PAINTERS Jan Steen Pieter Breugel Hendrick Avercamp Rembrandt van Rijn Johannes Vermeer STROOMT Simone Stroomer Iwan Cuijpers Maarten Woldring Menno van de Laarschot Rene Scheffer Doreen Kapaan Thank you, any questions? Jonathan Arnowitz jonathan.arnowitz@stroomt.com www.stroomt.com
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UX strategy lacks strategy, it is usually just a glorified waterfall process, even agile processes are just incremental waterfall. This presentation tells the current state of UX strategy in pictures while it outlines a real UX Strategy in words.

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